Impact of the Integration of Digital Channels on Customer Service in Apparel Stores
Journal
Springer Proceedings in Business and Economics
Management, Tourism, and Smart Technologies, Vol 2
ISSN
21987246
Date Issued
2026
Author(s)
Hidalgo-Potosí, Daniela Alejandra
Type
text::conference output::conference proceedings::conference paper
Abstract
This study aims to evaluate the impact of integrating digital channels and social networks on customer service in the clothing retail sector. A descriptive and correlational design was used with a random sample of 300 consumers who had interacted with the stores through digital channels in the last six months. Data was collected using a structured questionnaire that assessed customer profile, interaction on digital channels, and customer satisfaction. Descriptive and correlational analyses were performed using statistical software, with the primary evaluation criterion being customer satisfaction, measured using a 5-point Likert scale. The results show that the integration of digital channels increases the satisfaction of very satisfied customers by 26.7%, and 40% of the surveyed consumers expressed a greater willingness to repeat purchases. The correlational analysis revealed a moderate positive relationship (r = 0.56, p < 0.01) between the integration of digital channels and customer satisfaction. Additionally, a reduction in the variability of response times was observed after integration, indicating greater consistency and efficiency in customer service. The questionnaire demonstrated high internal consistency, with a Cronbach's alpha value of 0.84, which ensures the reliability of the measurements. In conclusion, this study demonstrates that the digitalization of customer service in the clothing retail sector significantly improves consumer satisfaction and loyalty, supporting the need for companies to continue innovating in their customer service strategies to maintain a competitive advantage in an increasingly demanding market. These findings have important implications for future research, which could delve deeper into the analysis of the long-term impact of automation on customer relationships and the development of artificial intelligence algorithms that further optimize digital service. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.